adviso and Sépaq turn four sea otters into media stars

Since June 20, four sea otters have made their highly anticipated debut at Aquarium du Québec. To mark this major milestone, Sépaq and adviso launched a campaign that introduced the new residents well before their official arrival.

Known for being playful, curious, and highly active, the otters inspired both the creative concept and media strategy behind the campaign. Rather than simply announcing their arrival, the campaign brings their personalities to life directly within the media placements, creating an emotional connection with audiences.

Each otter is presented as a character in its own right, complete with a name and distinct personality, allowing visitors to get to know them before meeting them at the Aquarium.

“Sea otters are among the most fascinating and endearing animals we welcome to Aquarium du Québec. We wanted to create a campaign that matched the excitement they are already generating and give Quebecers the opportunity to form a connection with them before they even arrived,” said Isabelle Lambert, Marketing Director at Sépaq.

The campaign comes to life primarily through out-of-home advertising, where the otters are integrated directly into the urban landscape. Digital and static billboards, as well as bus-back advertisements, allow these new stars to meet Quebecers in their own habitat ... an urban one.

Among the campaign’s most striking executions are custom billboards featuring 2D extensions that literally bring the otters outside the frame, reflecting their dynamic and playful nature while maximizing visual impact.

Staying true to their curious personalities, the otters have also ventured into the digital world. Special executions on MétéoMédia and in the Journal de Québec extend the experience by making it feel as though the new residents are already everywhere across Quebec.

By combining media creativity, storytelling, and cross-platform integration, the campaign aims to transform the arrival of the sea otters into a true cultural moment while positioning Aquarium du Québec as one of the must-visit destinations of the summer.

The sea otters officially welcomed their first visitors at Aquarium du Québec on June 20, 2026.